Institutional Ingenuity is an Approach to Achieve the Requirements of Agile Marketing in Real Estate Companies in Egypt

Abstract

Given the fierce competition from companies working in the field of real estate in Egypt to achieve leadership and superiority over competitors, the use of modern approaches and approaches to increase their competitiveness has become a working method and a basic requirement, including institutional ingenuity, which expresses the organization’s ability to exploit current activities in existing fields, and to explore new activities in new areas at the same time.
Agile marketing is a new marketing approach in which the marketing team defines the focus of high-value activities, implements those activities collaboratively, measures their impact, and evaluates and continually improves results.
The main objective of the study was to identify the role of institutional ingenuity in achieving the requirements of agile marketing in real estate companies.
The research relied mainly on the descriptive analytical method, and the rooting of the basic theoretical concepts related to the subject of the research, in addition to a field study.
The study reached some recommendations, including:
The necessity of strengthening the orientation of real estate companies by creating the requirements for adopting the lean marketing methodology in their marketing operations to increase their competitiveness.
Companies carry out strategic analysis for the future to explore future opportunities available in the external environment, as well as analyze the results of their performance to identify strengths and strengthen them and weaknesses to overcome them; to enable them to take advantage of the available opportunities; To improve its marketing activities to create value for customers.